Marketing Sales

CHERYL GIFFORD

949-***-**** ******.*******@***.***

Clearwater, Florida

SUMMARY

Digital Marketing Manager with extensive experience in web analytics, search engine optimization,

keyword research, landing page conversion tactics, link building, and SEM metrics. Experience in

optimizing search engine marketing campaigns through ad development, keyword research, and landing

page optimization. Areas of expertise include:

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Search Engine Optimization Project Manage eCommerce Teams

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White Hat Link Building Techniques Landing Page Optimization / Site Design

• •

Campaign Development and Analysis PPC Management / Development

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Comprehensive Online Marketing & Content Development / Writing

•

Social Media Plans Branding Strategies / Online Marketing

• •

User Interface / User Interaction Website Development

PROFESSIONAL EXPERIENCE

Traffic Advertising, Palm Harbor, FL December, 2013 – April, 2014

Digital Marketing Manager

Develop the Digital Marketing Department to include SEO and SEM marketing for primarily auto

dealerships. Create online marketing strategies for clients including local and mobile strategies.

• Develop digital efforts of clients including implementation of SEO efforts, local and mobile

marketing increasing brand awareness, traffic and improving current marketing efforts.

• Development of PPC, remarketing and display advertising campaigns reducing costs while

expanding keywords and markets.

LKQ Corporation, Tampa, FL December, 2012 – November, 2013

Multi-Channel Digital Marketing Manager

Develop online marketing initiatives to generate sales, increase brand awareness and expand markets;

enhance email marketing campaigns to reach target audiences for primarily aftermarket automotive

products.

• Project manager of eCommerce team including IT team and marketing writers which increased

website revenue by 185% over two months. Analyze ecommerce websites to determine solution

to recent drops in traffic and conversions due to implementation of new website technologies.

Make recommendations to IT to solve the technical issues which solutions have resulted in

increased traffic and conversions.

• Develop unique and customer-centered website content improving traffic and conversions while

integrating PPC campaigns. Manage content creation for new website including key word

research, navigational structure and layout of content.

• Analyze responsive design layout for new website and make recommendations for improvements.

• Manage PPC for three ecommerce sites expanding the number of products listed. Develop

product listing ads in Google Merchant Center. Initiate and implement remarketing campaigns.

Reduce costs of overall PPC by 32% with a 28% increase in revenue.

• Develop strategies for PPC campaigns focusing on long-tailed searches, negative key words,

mobile, time and geographical targeting.

• Redesign the shopping cart pages for four eCommerce sites increasing conversion rate of the

shopping carts by 9%. Redesign the products page and the checkout pages to improve the

conversion process.

eLogic Learning, Tampa, FL April, 2012 – December, 2012

Marketing Director

Develop and implement strategic marketing plan focusing primarily on online marketing, SEO and

qualified lead generation.

• Design and implement a new website utilizing CSS and jQuery plugins to improve the ability of

the site to do well in the search engines and to encourage conversions of website traffic.

• Evaluate and translate quantitative data from web analytics into actionable SEO plan improving

the effectiveness of the corporate site for organic SEO using Google Analytics.

• Generate increased leads by 18x due to increased web traffic and on-page optimization.

• Develop a key word strategy; target new audiences and expand key search terms resulting in an

expanded market. Analyze key search terms for effectiveness and traffic increasing website traffic

by over 300%.

• Submit sitemaps to major search engines to speed indexing and expand target pages.

• Kick off PR campaign with press release service targeting specific industries and locations. Write

press releases improving corporate visibility resulting in increased lead generation.

• Implement detailed site and in-depth content analysis of each page focusing on content and

effectiveness. Rewrite content focusing on an optimization strategy and take steps to generate

more traffic based on expanded key search terms, optimized landing pages, content and

architecture.

• Develop a long-term online marketing plan to meet the strategic objectives of the company;

expand into new markets with existing product lines.

• Create and edit videos using Adobe Premiere and After Effects.

YORK BRIDGE CONCEPTS, Tampa, FL June, 2011 – April, 2012

www.ybc.com

Online Marketing Strategist / Web Designer

Develop and implement strategic online marketing plan. Create innovative and creative solutions for

online marketing, PPC & web analytics resulting in improved website architecture; developed inbound

marketing strategy and increased lead generation.

• Develop online marketing plan integrating with offline marketing increasing their effectiveness.

• Analyze and translate quantitative data from web analytics into actionable SEO plan improving

the effectiveness of the corporate site for organic SEO using Google Analytics. Analyze key

search terms for effectiveness and traffic increasing website traffic by 285%.

• Target new audiences and expand key search terms resulting in an expanded market. Generate

increased leads by approximately 30x due to increased web traffic, on-page optimization and

expanded online marketing.

• Optimize for local search resulting in more leads being generated locally.

• Initiate PR campaign with press release service targeting key demographics and geographical

areas raising corporate brand awareness, increasing lead generation.

• Develop PPC and organic search engine marketing for corporate web site. Develop an integrated

marketing/SEO and social media plan. Optimize landing pages by designing new layout and

producing new content to match the PPC ads.

• Implement a WordPress site with jQuery plugins to reduce load time and to add functionality to

the site. Update the CSS and use jQuery to translate the site into current technologies while

maintaining a professional, sleek website.

• Research parameters of expanding into the international market and related factors.

• Prepare annual online marketing budget; develop marketing initiatives.

• Administrator of CRM; work with sales representatives to increase qualified lead generation

through marketing automation and highly professional marketing materials.

FREELANCE WEB CONSULTING, Irvine, CA, Tampa FL 2009 – 2011

Online Marketing

Design and create web presence for small businesses from scratch to increase visibility of the

organizations and bring in new business; took the web sites from concept to completion.

• Design and develop WordPress site for startup company. Revise pages on x-Cart site.

• Develop online marketing plan for a new product; create corporate social media plan, and

design/setup Facebook pages for startup company; analyze product websites for improving

standings in organic search engines.

• Set up web sites, draft content, design layouts, graphics and logos using Adobe CS4 and CSS

(style sheets); set up shopping cart with PayPal increasing product sales and lowering the cost of

sale per product.

• Tailor each web site to reflect the corporate culture and goals of the organization. Set up SEO /

SEM for each site; analyze results. Make recommendations on marketing efforts. Write online

articles increasing the exposure of the sites. Use Google Optimizer to do A/B and multivariate

testing.

• Manage 3,500 PPC ads for e-commerce site and made recommendations to increase organic

traffic and reduce the cost of the PPC ads; review link building techniques and made

recommendations to increase organic search results.

TIGERLOGIC CORPORATION, Irvine, CA 1999 – 2009

Web Analyst / Web Designer

Primary web analyst / web designer / graphic artist for international software company. Translate strategic

and tactical marketing direction into creative and effective marketing communications concepts and

messages in a variety of media for U.S. and international offices.

Search Engine Optimization

• Spearhead implementation of corporate Search Engine Optimization / Search Engine Marketing

(SEO / SEM). Optimize corporate website in the organic search engines enabling product pages

to come up within the top 10 search results for key search terms.

• Review, recommend and execute SEO/SEM advertising campaigns generating leads and

capturing email addresses.

• Made recommendations to marketing team to increase effectiveness of SEO which increased

organic search traffic by up to 25% in a year.

• Evaluate effectiveness of corporate pay-per-click ads and key words, and develop marketing

strategy that increased web traffic and downloads of trial version of product by 20%.

• Reduce the cost of corporate pay-per-click ads by 80% while increasing effectiveness of online

advertisements.

• Serve as point-of-contact to marketing, technology and upper management for web analytics;

work with key stakeholders in organization to educate them on reporting and analysis approaches.

Web Design

• Redesign website that had previously been administered by several different departments. Design

new layout and look/feel of site to create a professional and integrated appearance. Develop new

navigation facilitating ease of use by customers.

• Within two week period, implemented new design and new corporate name and logo of 3,000

page corporate website to coincide with new corporate identity.

• Develop the use of style sheets (CSS) and dynamic generation of web pages on corporate website

allowing quick and easy site wide modifications.

• Design banner ads for placement on CNET and EasyBib using Flash and Action Script increasing

exposure of new corporate product.

• Manage lead generation from forms using SalesForce.com to enable sales team to track leads and

to analyze quality of leads from different promotions resulting in more efficient promotions.

Marketing Materials / Tradeshows

• Assist sales in creating a unified design identity throughout the print and web media and explored

opportunities to add value to company products and increase sales.

• Design layout and graphics for a wide variety of high quality print materials, including magazine

advertisements, datasheets, product information sheets, DVDs, software booklets and inserts for

each product. Work on projects from concept to press.

• Design layout and graphics of tradeshow booths to present a professional, visually engaging

overview of product lines.

• Create handouts, literature and promotional materials (pens, cups, post-it pads, etc.) generating

exposure and interest in products.

SOFTWARE SKILLS

Web Design: HTML, CSS, JavaScript, PERL, Macromedia Dreamweaver, Flash, Action Script,

Fireworks, Adobe Photoshop, Illustrator, PremierePro, WordPress, PHP, HTML5 and jQuery, Google

Analytics, Google Webmaster Tools, Adobe Media Optimizer, WordStream, MOZ (formerly SEOmoz),

Raven Tools

Print / Layout: QuarkXPress, Adobe InDesign, MS Word, PowerPoint, Excel, Adobe Acrobat,

Framemaker and Visio

EDUCATION

MBA, University of Texas at Austin

BA, Psychology (with Honors), University of Texas at Austin

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